Pest Analysis of Italy

PEST analysis of Italy
1) Political EnvironmentFrom the political point of view Italy is an ideal country where to export our product. It has good international relationships, especially with other EU countries where we are already present and with the USA. There are no restrictions to the importation or the exportation of capitals and goods. The accounting system follows the International Accounting Standards (IAS), the same adopted by all EU countries, and quite similar to the American’s General Accepted Accounting Principles (GAAP). There is a stable political regime with a multi-party system, which can ensure the certainty of law and the respect of contractual rights. However lawsuits tend to be lasting and expensive, and this could represent a risk in case of a contractual breach.

2) Economic EnvironmentThe Italian Economic Environment is also quite good for our project. Italian economy is based on services and industry. The per capita GDP is $30.200, that is not high as in the United States ($44.000), but which is however enough to ensure the population with the possibility to save some of their budget for the acquisition of expensive products. In addition income is better distributed than in the US: looking at the Gini Index, Italy has a 36 and US have a 45 (where 0 means equally distributed and 100 means unequally distributed). If we bear in mind the different dimensions of the two countries all the other economic indicators can be considered similar. Just the Unemployment rate is a little bit higher in Italy, 7% against 4.80%, but it is not very relevant.

3) Cultural and SocialActually Italy has a population of 58.147.733 inhabitants. The 98.4% of them are literates, and the 66.4% of them are aged between 15 and 64 years. It must be highlighted the fact that in Italy are present 72.200.000 mobile telephones: Italians have a strong culture of always being locatable, and for this reason they in average hold 1,25 mobile phones. 4) Technological...

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Political Factors
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1
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A PESTanalysis examines the Political, Economic, Social and Technological environments that affect industries and companies. (PESTanalysis is also known STEP analysis). It is now recognised by marketing professionals that in the longer term survival and success of a business is dependant upon the external environment a business operates within. It is not enough to say we have the right marketing mix, or the best product portfolio without being aware of the external environment. And to make things a little more complicated the external environment i.e. the PEST factors, is not stable but forever changing. ness, however large. Firms must try to react to and predict how Political, Economic, Social and Technological factors, will impact the business, and how strategy can be adapted to meet the changes.
For large businesses the completion of a PESTanalysis is an ongoing process, and remember that multi nationals will be operating in a large number of countries and it must also be noted that many PEST factors such as environmental controls, macro-economic policy and energy costs can and will can differ per continent, country or even region, so normally a PESTanalysis should be performed...